Contemporary Issues in Consumer Research

Assessment Brief 2017/2018

Module Title:	Contemporary Issues in Consumer Research
Level:	7
Assessment title	Assignment 1
Mode of submission:	This is an individual assignment and should be presented in an ESSAY style format with a word count of 2,500 words (word count excludes figures, tables, charts, appendices, list of references). The editorial requirements are: font Arial 12 and one and a half line spacing. You are required to submit the assignment via OnlineCampus. Beware of over-reliance on Internet sources, unless clear authorship and dates can be shown. You MUST cite fully ANY source of material used significantly in your assignment, whether by direct quotation or by paraphrase using the Harvard convention. Not doing so constitutes ‘plagiarism’ which is a SERIOUS disciplinary offence. For more information on plagiarism and general assignment writing skills please visit:
Assessed intended learning outcomes:	On successful completion of this assessment, you will be able to: Knowledge and Understanding. On successful completion of the module, the student will be able to: 1.  Demonstrate a critical awareness of the concepts, theories and debates surrounding consumer behaviour and their practical relevance to the development of marketing strategy; 2.  Critically evaluate and synthesise differing approaches to the explanation of consumers’ behaviour in relation to products/services, brands, marketing communications and/ or social media; 3.  Demonstrate a strategic understanding of contemporary consumer research issues in professional marketing practice. Transferable/Key Skills and other Attributes. On completion of this module students will have had the opportunity to: 1.    Enhance and apply planning, organising, decision-making and time management skills appropriate for use in an organisational context. 2.    Experiment and develop personal initiative and responsibility in undertaking complex investigations in the solving of organisational problems and issues. 3.    Critically analyse and apply key ideas and concepts via comprehensive research relevant both to the subject area and to professional practice in the field. 4.    Use terminology associated with the subject area accurately and in a way, which demonstrates sophisticated knowledge and understanding 5.    Develop and enhance both individually and collaboratively effective written and oral communication skills for both specialist and non-specialist audiences.
Weighting within module:	This assessment is worth 50% of the overall module mark.
Task details and instructions:	Consumer researchers have long recognised that people consume in ways that are consistent with their sense of self. Drawing on your own examples, critically discuss the usefulness of the notion that identity is not fixed but dynamic for marketing researchers and practitioners. This is an individual assignment and should be presented in an ESSAY style format with a word count of 2,500 words (word count excludes figures, tables, charts, appendices, list of references). The editorial requirements are: font Arial 12 and one and a half line spacing. The main tasks of this essay are to: 1.    Discuss the concepts of identity in the context of consumer behaviour. (30 marks) 2.    Critically discuss the concept of dynamic identity (versus fixed identity) in relation to consumer behaviour.  (30 marks) 3.    Explain and critically evaluate the usefulness of these theories for marketing researchers and practitioners, through the use of examples (40 marks)
Word count/ duration (if applicable)	Your assessment should be no longer than 2,500 words (word count excludes figures, tables, charts, appendices, list of references).
Marking criteria/scheme:	An essay which is characterised by the indicative content and style outlined in one of the following grade bands will be graded within that range.  70 + The definition and description of the concepts of identity, self-concept and the concept of dynamic identity that demonstrates an excellent understanding of relevant issues and an ability to critically evaluate their usefulness for understanding consumer behaviour. The literature review should demonstrate an excellent understanding of relevant issues, the discussion is structured and the argument is well developed and focussed. Overall, the essay demonstrates an excellent understanding of the topic and provides well-supported examples.   60-69 The definition and description of the concepts of identity, self-concept and dynamic identity demonstrates a good understanding of relevant issues and an ability to evaluate their usefulness for marketing researchers and practitioners in understanding consumers. The literature review supports the identification and analysis of the phenomenon and appropriately uses relevant secondary data sources and methodologies used in previous research. It demonstrates a good level of relevant knowledge, the discussion is structured and the argument is well developed. Overall, the essay demonstrates a good understanding of the topic and provides examples. 50-59 The definition and description of the concepts of identity, self-concept and dynamic identity demonstrates a competent understanding of relevant issues and an ability to evaluate their usefulness for marketing researchers and practitioners in understanding consumers. The literature review is descriptive rather than analytical and indirectly supports the identification of the phenomenon. Limited use of secondary data is evident in the discussion. Nevertheless, the review demonstrates a basic but acceptable level of knowledge of the relevant concepts. Overall, while the essay demonstrates a competent understanding of relevant issues and basic concepts, it is largely descriptive with a general focus and lacks detail with respect to examples.  40-49 The definition and description of the concepts of identity, self-concept and dynamic identity demonstrates a basic understanding of relevant issues. The literature review is descriptive and limited rather than analytical and focused. Limited use of secondary data is evident in the discussion. Nevertheless, the review demonstrates a basic but acceptable level of knowledge of the relevant concepts. Overall, while the essay demonstrates a basic awareness of relevant issues and basic concepts, it is largely descriptive with a general focus and lacks detail with respect to examples or relevance to recent literature on the topic. Problems with expression, syntax and or structure. Problems with referencing. 0-39 The definition and description of the concepts of identity, self-concept and dynamic identity demonstrates inadequate understanding of relevant issues and theories. The literature review is descriptive and limited rather than analytical and focused. Limited or no use of secondary data and examples is evident in the discussion. There are limited links between theory and examples. The essay may lack structure and clarity with a general focus and lacks detail with respect to examples or relevance to recent literature on the topic. Poor expression, syntax and or structure. Poor referencing.
Penalties for exceeding word count/ duration:	Any work exceeding the word limit will not be considered when marking the assessment.
Feedback arrangements:	You can expect to receive feedback on your assignment within 3 weeks of submission. Feedback will be visible on your OnlineCampus account.
Support arrangements:	You can obtain support for this assessment through the Q&A Discussion Forum. Please note that it can take up to 3 working days to respond to emails. AskUS The University offers a range of support services for students through askUS. Academic Misconduct The University takes all forms of academic misconduct seriously.  This includes plagiarism, asking someone else to write your assessment for you or taking notes into an exam. You can find out how to avoid academic misconduct here. Assessment Information If you have any questions about assessment rules, you can find out more here. Personal Mitigating Circumstances If personal mitigating circumstances may have affected your ability to complete this assessment, you can find more information about personal mitigating circumstances procedure here.
Reassessment:	If you fail your assessment, and are eligible for reassessment, you will be receiving information from the School Office in due course to inform you on your reassessment process.

We helped a student with a similar assignment and the student scored an A. would you like to score an A in this assignment? ORDER NOW